A campaign is under way to scrap the British pint of beer by the end of the decade.
An independent pressure group, the UK Metric Association (UKMA), believes Britain's dual measurement systems of imperial and metric are a muddle and incompatible with much of the rest of the world.
With the publication of its report, A Very British Mess, it outlines why it believes a total switch to metric would be beneficial to the nation and sets a target date of 2009.
Robin Paice, chairman of the UKMA, said: "Initially, we expect pubs to sell half-litre measures in pint glasses, but eventually we would like to see pint glasses disappear altogether. We do, of course, understand a lot of people have a sentimental attachment to the pint glass."
A spokesman for the British Beer & Pub Association added: "It would be sad if this meant the end of the pint, but it would be good to have the pint plus a range of more sophisticated measures."